How Do You Conduct Customer Interviews?

So you’ve decided to invest in gaining customer insights. Now how do you actually conduct the interviews?

1. Define your objectives

Clearly outline what you want to achieve, whether it’s refining existing products or identifying new opportunities.

2. Select your participants wisely

Choose a diverse pool of participants who will give you an accurate read on the broad spectrum of perspectives. Consider factors such as demographics, customer loyalty, and engagement patterns. Definitely include a handful of your “ideal customers.” However, don’t shy away from also interviewing customers with a less-than-perfect experience.

3. Prepare thoughtful questions

Go beyond the surface level and encourage participants to share their experiences, challenges, and aspirations.

4. Listen actively

Pay attention not only to what is said, but also the nuances and emotions behind the words.

5. Implement changes based on feedback

These interviews are not an isolated event. Show customers that you truly listened and IMPLEMENT.

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